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As a family, we’re watching a lot less advertising these days – at least, I thought we were. That’s because most of our family watching is on Netflix, which has no commercials, and the few shows we watch on regular TV are recorded in advance and ads are skipped over. I can easily go months without being aware of what new movies are coming up, which new developments have occurred in the world of toothpaste, and what new packaging strides Coke and Pepsi have made.

In a house full of Lego, board games, basketballs and sidewalk chalk, it’s amazing how quickly boredom can set in. The magical screen seems to fix all – it’s like a siren song, constantly calling them, beckoning them with its flickering blue light.

I’ve recently become the chauffeur for my son and his group of friends, as they go to for a weekly gaming afternoon/hangout at one boy’s house. It’s clear that my role as the driver is to be invisible – they talk and goof around with each other in the car as if I’m not there, and if I do interject in their conversation, there’s a moment when they all freeze, confused as to where this voice from above came from, before ignoring it and carrying on. I’m there to hover on the outside, not to get involved.